Link swapping: how and why it works


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If you’re a digital marketer or website owner, then link swapping has no doubt crossed your radar at some point. With so many different approaches to driving web traffic and sales, it can be easy to dismiss link swapping as nothing more than an outdated marketing tactic.

But that would be doing yourself a disservice because actually, this simple but powerful technique is one of the oldest tricks in the book when it comes to improving search engine rankings and driving referral traffic straight to your site.

In this blog post, we’ll look at how and why link swapping works – so grab a cup of coffee and join us on our journey below!

What is link swapping and how does it work?

Link swapping, or link exchange, is the still popular concept of helping two websites prosper by becoming digital pen pals.

By allowing each other to host on their website a link to the other’s content, both sites benefit by having more incoming traffic that can result in higher search engine rankings and revenue.

It’s like a double feature at the movies; you get double the entertainment at no additional charge. This simple yet effective technique has been utilized since the early days of the World Wide Web and remains a great tool for website owners today who are looking to boost awareness of their brand or product.

The benefits of link swapping

While SEO is often brought up when discussing link swapping, there are so many more hidden advantages to this practice.

Link swappers enter a kind of mutually beneficial agreement: one gets increased traffic and the other boosts its page rank with quality backlinks. It’s like buying a winning lottery ticket – without having to buy the ticket in the first place! It can also be an excellent way to get your website or blog noticed.

With millions of pages all competing for attention, it doesn’t hurt to have a few new links pointing your way. It’s like advertising on steroids – fast and free! All you need is good content and some savvy networking skills, and you’ll soon see success from link swapping.

How to find potential link swap partners

Finding potential link swap partners can be intimidating, and if you’re anything like me, it can be a challenge to even know where to start.

The trick is to start by researching websites that you admire – competitors or influencers in your field. Once you find a website worth swapping links with, take a closer look at the blog or guest park page for contact details.

If all else fails, Google – it’s time to get creative! Try search terms such as “[Niche] blog + link swap” or “[Subject] + blog list” and then see what comes up.

Who knows? You might discover some hidden gems out there that can lead to an even higher ranking on search engines.

How to approach a potential partner about link swapping

Approaching a potential partner about link swapping should be done with grace and poise! After all, there have been more awkward conversations in this world than a request to give out a few web links.

Reach out politely and provide information on why they’d benefit from the swap – such as increased recognition and referrals of their services or products.

Make sure to be flexible and open to negotiation, after all, that’s how business is done! If your plea is ignored don’t take it personally – there are always more fish in the sea when it comes to link swapping partners.

The dos and don t’s of link swapping

Link swapping is an effective SEO practice when done the right way. Unfortunately, many people don’t know the dos and don’ts when it comes to swapping links with other websites.

Don’t link to bad neighborhoods: When you’re doing your research, it’s also important to avoid linking to “bad neighborhoods.” These are sites that are known for being spammy or engaging in other black-hat SEO tactics. If you link to one of these sites, it could reflect poorly on your own site.

Dos and don t’s:

  • Do use keyword-rich anchor text: When you swap links, be sure to use keyword-rich anchor text. This is the text that people will see when they hover over your link. Using keywords in your anchor text can help improve your search engine ranking for those keywords.
  • Don’t engage in excessive link swapping: Link swapping can be beneficial, but it’s important not to go overboard. If you swap too many links, it can actually hurt your search engine ranking. Google specifically warns against engaging in “excessive” link swaps, so it’s best to limit yourself to a few strategic partnerships.
  • Do monitor your link partners: Once you’ve swapped links with another site, it’s important to monitor those links to make sure they’re still in place. Sometimes websites will remove links without notice, so it’s important to keep an eye on things. You can use a tool like Google Webmaster Tools to monitor the links pointing to your site

Going against these basic rules can lead to serious problems with your Google rankings, so swap those links carefully!


If you’re looking for a way to increase your website’s traffic without spending a lot of money, link swapping is a good option to consider.

It’s simple and effective, and it doesn’t cost you anything but a bit of time.

Plus, it’s a great way to meet other webmasters and build relationships that can benefit both parties down the road. So what are you waiting for? Start swapping links today!

Julian Goldie

Julian Goldie

Hey, I'm Julian Goldie! I'm an SEO link builder and founder of Goldie Agency. My mission is to help website owners like you grow your business with SEO!


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